Not long ago, a new report from the Ashmanov and Partners company was released on the factors influencing rankings. The document, as usual, is quite voluminous. As last time, let's focus on the most important parameters.
Let's take a table for the main system - Yandex.
1. ICS - Website Quality Index
X
Yandex priorities when evaluating
The “quality” of sites is obvious: a good site is a big site,
with huge traffic, huge
number of pages and huge
assortment.
To put it very simply, the ICS is affected by traffic. And the more traffic, the better the position. Vicious circle. At this point, thoughts immediately arise: aren’t they forcing us to buy paid traffic like Yandex-Direct in this way? I think there is some truth in this. Yandex is a 100% commercial structure and it needs to make money.
My opinion is that the ICS, as before, as an indicator, does not affect anything.
2. Number of pages in the index
This parameter is very important today. I think this is due to the large number of aggregators, which are increasingly crowding out small sites. The key advantage of aggregators is huge deep semantics due to a large number of product cards and filters by parameters. What to do to improve:
a) Do not remove products from the site. Mark as "out of stock".
b) Create filters by parameters: red phones, cheap phones, etc. This is a very old and proven tool. Relevant to this day.
c) Analyze competitors using software. For example, netpeak checker. Checking the number of pages. The challenge is to do more. At the same time, there is no need to mindlessly spam. Create variety with filters.
3. Reference
Link mass is not a key indicator today, but remains relevant. What should you pay attention to when purchasing in 2020?
occurrences (of words)
requests for links to the site are important in both
search engines, occurrences in links
on URL - mainly in Google.
In simple words, it is recommended to use links to the key query in the text. For Google, it is more important that the link leads to the page being promoted, and Yandex evaluates the overall link juice, but pays attention to the link text and gives impetus to relevant pages.
Example: Link with anchor “buy Lada Largus Bu”.
For Google: put a link to a specific category page, for example site.ru/bu-auto/lada-largus. She gets a plus in the results.
For Yandex: put a link to the main page site.ru. The page site.ru/bu-auto/lada-largus gets a plus in the results.
On average, Google uses the link factor to rank a website as a whole and a specific page. Yandex is limited only to the site. Accordingly, Google still loves links more than Yandex.
Research suggests that links continue to work. How do I know if my site specifically needs links?
a) Collect 5-8 competitors from your niche (competitors can be collected using megaindex or similar web, collect by general site visibility, and not by specific keys);
b) Analyze them using analyzers, for example NetPeackChecker, and see in what ways they are similar and in what ways they differ greatly. For example, 6 out of 8 sites have 100 links. This means you should start purchasing link mass. If the picture is the opposite - there are no links needed, look for another parameter that unites the leaders.
If you still decide to purchase, I will separately highlight the category of expensive links (from 5000 rubles). A few recommendations:
a) You should not buy expensive links at the initial stage of building a link mass. More is better, but with a wider coverage of key queries.
b) Be sure to strengthen such links. You can strengthen it with simple links from drops (this is when you restore an old thematic domain or buy it on an exchange, such as auction.nic.ru or telderi.ru, and put links from it to an article with a purchased link), you can social. networks, cheaper links, etc.
Example: you were written about in Forbes. You immediately posted information about this on your social media. profile, wrote on all platforms, ordered mentions from bloggers and generally tried their best to let everyone know about it.
c) Bookmark the article with the link and visit it once a month. It is important that the anchor and text do not change. Watch out for the banal presence of a link if you do not buy through the exchange.
d) Ask the webmaster to add links from other thematic articles to yours and try to ensure that your link is in a single copy. Often they will meet you.
4. Visits (traffic to the site)
Yes, your position in the TOP 10 depends on the traffic to your site. What if the site is new? A subtle hint at contextual advertising? One of the key findings of the study is:
Yandex priorities when evaluating
The “quality” of sites is obvious: a good site is a big site,
with huge traffic, huge
number of pages and huge
assortment.
Unfortunately, there's not much to talk about here. If you have a new website, work on other quality indicators. In the study it goes like this:
And only after the twentieth position do the parameters related to
what would naturally be called the quality of the site without the characteristic features of the representatives
search engines hypocrisy - the share of links to the main page of the site, behavioral metrics (duration of visit, percentage of failures, page views per
visit). This also includes the share of transitions from “good” sources: from social media. networks, from mail, from advertising. Followed by
parameters related to social networks, and parameters describing the functionality
website: registration, payment by card, delivery
(pickup), etc.
5. Huge assortment
An interesting indicator for both online stores and service sites. In principle, it’s almost the same as indicator number 2. It’s very interesting to check specifically on sites with services (I’m doing this right now). If everything is more or less clear with online stores, competition with aggregators dictates the rules. In services, this indicator can also be used for small sites. For example, if you are a psychologist, you should create a maximum matrix of services and break them down into pages. Family therapy, therapy for him, therapy for her, therapy for pregnant women, couples therapy, via Skype, etc. Add to this training, franchising, webinars, and we should get an advantage over those who have all these services on one or three pages.
Next on the list are the following parameters:
Domains linking to the site (essentially links)
Number of site visits (traffic)
Alexa Rank (traffic)
Visits: direct referrals (traffic)
Visits: mail (newsletter)
I don’t want to dwell on them in detail, it’s about the same thing as described above.
Let's look at the conclusions:
1. Even if you cannot influence the traffic of your site and its age (however,
time is on your side here), increasing your link mass and assortment is quite
in your power.
I think no comments are required here.
2. Think - maybe everything is not so hopeless with traffic sources?
For example, if you create some useful service, organize a competition, promote Instagram...
Attract traffic not only from search engines, use any other sources. This is quite possible, even for free.
3. The size of the display case is an indirect indicator of the assortment.
Do not remove products from the site, expand the product matrix, analyze competitors and upload more products.
4. The number of pages on the site in general and relevant to the request in particular can
be very important. If for a group of models (or service options) you can do
one general page or several separate ones - the second option is better.
Work your semantics well. Identify the right clusters, monitor the commerciality and information of requests.
5. In many industries (for example, e-commerce), large means operating throughout
country. Perhaps you have at least partners or pickup points in other
cities? Their addresses (phone numbers) can be very useful. Telephone “8-800-...” and even
offering clients an opportunity to order a call back, too.
Show maximum service on your website, even if you don’t have it yet.
6. Address(es) and phone(s) are important in themselves - as proof of your existence offline. If possible, reinforce them with a presence on maps and other Yandex and Google services.
How to add to Yandex directory I have .
7. For sensitive industries like medicine and finance, you also need evidence of your competence - certificates, registration certificates, information about specialists, high-quality thematic content turn from a bonus into a necessity. Study Google's Assessor Guide to understand what's important to your industry.
8. If you're hoping for a miracle, social media is one of those places where miracles happen. But even if not, you can no longer neglect them. As well as reviews.
9. Low prices are not the main thing. The main thing is discounts
That's probably all. Thank you for your attention, I hope it was useful. Write to if you have any questions. I will give recommendations for using this research on your website.
The author of the article is Dmitry Dyadyukov.
Source: habr.com